Flash advertising

This guide walks professionals through building Flash-based advertising, from the first sketch of an idea to a finished, delivered piece. It covers ads, microsites, advergames, and branded apps designed to hold a viewer's attention and show clients what the work is worth.

The early chapters focus on production discipline. Readers learn to manage the many ad specifications, tight schedules, quality checks, and version tracking that come with the job, and to shape creative work so it meets campaign objectives within real design limits. Team workflows and quality control standards are also covered, along with ways to bring forms and data into an ad without bloating the file. Techniques for shrinking SWF files are included.

Later sections look at richer formats and delivery. The book explains third-party rich media that goes well beyond the standard 30k banner, how to embed video in sites and banners, and how to build social media features. It also explains how ads are trafficked and how to measure impressions, interactions, clicks, and conversions. ActionScript is presented as a way to speed up development and apply a team's standards consistently. The companion website hosts published projects built with the methods and code from the book.